1.  What am I? And why am I a very big idea?

4. Quiz #1

5.  Mike Newman

6. Transforming Ideas  Original solutions to a simply expressed problem

7. Out Australian Fosters

8. Artifacts bring a brief to life  A box  Music  Photos articles  Video  An object  Something that promotes the mood, evokes what you are looking for (what the target is looking for)

9. Ritz-Carlton  A compass  A tastevin  A leather bound Diary

10. Homework  By next class bring in one artifact that relates to the target or experience of your personal project brand

11.  Planning Frameworks

12. Getting to the essence

13. Hilux/Tacoma-Unbreakable USA

14. Unbreakable Australia

15. New Zealand “Bugger!”

16. South Africa

17. Let’s get to the essence for

18. In teams of 2: how about

19. What kind of ad campaign could we do based on  Attributes alone?  Benefits alone?  Values alone?  Personality alone?  Essence (OWE) alone?

20. Brand Temple  Masterbrand Essence  Sub-brand propositions  Retail offers

21. British Airways Temple

22. Let’s do a brand temple for

23. The Rollercoaster

26.  Next Class-Launch a new shampoo

27. Visit a supermarket  Deliverables:  Name  Essence wheel  Rollercoaster  Positioning Statement  A print ad

28. Big Idea of the Day